Tourism as Soft Power Strategy in International Relations: Evidences from Europe and China

This research examines the use of tourism as a soft power strategy in international relations, with a comparative focus on Europe and China. While tourism is commonly perceived as an economic activity, this study highlights its strategic role in shaping national image, promoting cultural values, and supporting foreign policy objectives. European countries such as France, Italy, and Spain employ a decentralised, heritage-driven approach, using cultural tourism and international branding to enhance their global influence. In contrast, China adopts a centralised and state-led model, embedding tourism within initiatives such as the Belt and Road Initiative, Confucius Institutes, and international mega-events to strengthen its geopolitical presence and expand its soft power. The study will utilise a comparative methodology, including case study analysis, content analysis of tourism and foreign policy documents, and a review of soft power indices. Secondary sources such as tourism statistics, diplomatic records, and international media coverage will complement the primary data. By analysing these differing approaches, the research seeks to contribute to wider discussions on public diplomacy, cultural influence, and image-building in global affairs. The study ultimately aims to provide insights into the effectiveness and limitations of tourism as a soft power tool within an increasingly multipolar international system.